Brand Management Assignment-1

BRAND MANAGEMENT
ASSIGNMENT-1
“BRAND POSITIONING STRATEGY & TELEVISION
ADVERTISEMENT CAMPAIGN FOR AN ORGANIC
MANGO DRINK COMPANY”
Submitted by: group-1

Name Registration no.
Adarsh kumar Gupta MBA/19-21/01
Anshuman Mishra MBA/19-21/02
Ayesha Boitai MBA/19-21/03
Babloo Nayak MBA/19-21/04
Bhabani Shankar Das MBA/19-21/05
Debak kumar Das MBA/19-21/06
Debasmita Biswal MBA/19-21/07
Guided by: Dr. Manmath Nath Samantaray
1
CONTENTS
SL Topics Page
NO. no.
1. Introduction 3
2. objective 2-3
3. Real Aam juice company overview 4-6
4. Brand positioning strategy 7
5. Television advertising campaign 8-9
6. conclusion 9
2
1. INTRODUCTION
Brand management begins with having a thorough knowledge of the term

“brand”. It includes developing a promise, making that promise and
maintaining it. It means defining the brand, positioning the brand, and
delivering the brand. Brand management is nothing but an art of creating and
sustaining the brand. Branding makes customers committed to your business.
A strong brand differentiates your products from the competitors. It gives a
quality image to your business. Brands are different from products in a way
that brands are “what the consumers buy”, while products are “what
concern/companies make”.
Developing a strategic plan to maintain brand equity or gain brand value

requires a comprehensive understanding of the brand, its target market, and
the company overall vision. Brand is an accumulation of emotional and
functional associations. Brand is a promise that the product will perform as
per customer‟s expectations.
Brand positioning is defined as the conceptual place you want to own in the
target consumer‟s mind — the benefits you want them to think of when they
think of your brand. An effective brand positioning strategy will maximize
customer relevancy and competitive distinctiveness, in maximizing brand
value. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brand‟s benefits/reasons to buy; and it focuses
at all points of contact with the consumer.
In an increasingly competitive marketplace, greater emphasis is being placed

on brand image development as the basis for consumer discrimination.
Advertising has a central role to play in developing brand image, whether at
the corporate, retail or product level. It informs consumers of the functional
capabilities of the brand while simultaneously imbuing the brand with
symbolic values and meanings relevant to the consumer.
2. OBJECTIVE
The main objective of the assignment are as follows:
 Naming the organic mango drink brand

 Designing „positioning strategy‟ for the newly launched company
3
 Developing a television advertisement campaign for the drink
3. REAL AAM JUICE-Company overview
Mango (Mangifera indica), commonly called as „king of fruits‟, is native to

Southern Asia, especially Burma and Eastern India. Mango is considered as the
fruit of excellence and thus has a prominent position among the commercial
fruits grown in India. Production of mangoes in India has exhibited an overall
increasing trend over the years. Mango is the 4th most rapidly growing trade
after taro, single strength citrus juice and cassava tapioca. The world trade in
mangoes including re-exports grew almost three times during the past decade.
Real Aam juice a new company which has been started in November 2019.We
are five members who have started this company. We are food based company.
Now, we are launching our first product which is a “Mango Juice”. Our startup
business is all about providing a healthy and pure organic mango juice.
We are launching “REFRESH” mango juice, which is made of best ambrosial

mangoes, directly coming from Rajshahi, Meherpur and Chapainababgonj.We
are moving forward with a strong management team. Firstly we are targeting
innovator segments, then later to the segments that served by our competitors.
Our customer will gain both vitamins and minerals, high levels of carbohydrates
and nutritive nectar from “Refresh”. Generally, mango juice provides vitamin A
& vitamin C. Our product will initially launch in some popular places, as this is
a new one.
3.1 Proposed start up-plan:
Start-up plan is all about setting up a business .The way we are going to set up
our business and launch the product. We are five members who have started this
company. To set up a business we are going to need investment and it all will be
done by equal investment of former members of the company. To set a business
first we took land on lease for 3 years. Then we set up our plant in that place.
We have bought our machinery and the legal permission and all things what we
would need to produce the product. After setting up the plant we have
contracted suppliers then we started our research on juice. We got our desired
product that we want to serve our customer we made the samples and tested it.
After all legal formalities now we are going to launch our product in the market
to serve the customers.
4
3.2 Naming the mango drink brand
The main purpose of branding is to guide the customer to choose your product
a midst a dizzy array of alternative. Since the brand name is used every time,
your company is referred to, it should not ne overlook as simply a device to
grab attention, but as a vital part of the positioning process. An effective brand
name can be a means of communicating what makes you different from
competitors and valuable customers. The name is the most critical point of
differentiation in the whole brand toolkit. Differentiation is primary reason why
brands came into being the whole concept evolve
The importance of distinctive of a brand name can be bought to life by the

success enjoyed by brands such as Google, Apple , FEDEX, L‟Oreal, Coca
Cola, BMW etc.. to become really distinctive requires lot of time and sustained
marketing efforts, but having a catchy name is a solid starting point
Procedure of the brand in the following order:
 Define objective: to position the organic mango drink in the customer „s

mind with a meaning full and simple brand name which can reinforce the
important attribute of the core product offering.
 Generation of names : we camp up with 5-6 potential brand names which
resonated with the central idea of an organic mango product.
 Screening initial candidates: once we had the potential brand names, we
screened out the irrelevant ones and came up with the final candidates-
REAL AAM JUICE
 Research on the final candidate: we checked if the final candidate chosen
by us was unique and if we didn‟t violate any copyright laws trademarks
issued by other similar businesses. This was followed by my feedback/
survey from the fellow batch mates on giving such brand name.
 Selecting the final name : After a comprehensive analysis of the survey
forms, we finalised the brand name- REAL AAM JUICE
3.2 Vision, mission & objective of company
5
Vision of our company:
To be perceived as the world-class fruit pulp, puree and concentrate
manufacturer by providing the finest of marketing, products, consultation
and logistics services. We aim to partner with rural communities by linking
them to the international markets, thereby providing them with good wealth
and technology.
Mission of our company:

We aim to be #1 in the field of food processing and distribution of world-
class food products. We are enthusiastic about establishing long-term
relationships by offering the best - in terms of product, customer service, and
guidance. We strive to operate this business that is profitable, growth-
oriented and of high quality. This will be accomplished through
 Working in a progressive work atmosphere.
 Creating mechanisms that encourage an improvement in the process
continuously.
 Retaining high employee morale.
Goals &Objectives:
 We are committed to Protect the integrity of the industry

 Achieve higher sales in short time.
 Promote consumer confidence by providing quality product.
 Increase of 500,000 more in sales in the next half year of trading.
 Ensure the proper advertisement.
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4. BRAND POSITIONING STRATEGY
Positioning the product in customers mind is very important for company. Positioning Helps
Company to create a place in customers mind and product is defined by the consumer on
important attributes. We can create positioning by proper labeling, packaging and provide
consumers high quality products. So that consumers get better experience in our product
than any other products in the market. Original mangoes are used to make REFRESH. It is a
natural drink. It will give the consumers natural taste, refreshment and it is healthy as-well.
We are providing our product in an affordable price and our service is better than the
products which are available in the market.
In marketing, positioning has come to mean the process by which marketers try to create
awareness and positioning in the minds of their target market for its product, brand, or
organization. It is the relative competitive comparison of their product occupying in a given
market as perceived by the target market. Then we will have print and billboard ads in
respect of our product and market.
We positioned our product as:
 High quality product

 Reasonable price
 Reliable
Apart from all these differentiation, our group brainstormed to generate to
following brand positioning strategies:
 As we are in the introduction phase ,our objective is to create brand
awareness through informative advertising
 Use of print media radio advertisement, hoardings in public sports,
sample distribution, organizing event , tv commercial etc.
 Brand storytelling strategy ensure that the consumer understand the story
behind the brand and re-enforce the message to ther peer consumer
through word of mouth marketing
 Social media is the perfect place to engage with your customer on an
individual level sharing content across platform will reach various types
of customers in different ways. Thus we can launch our product on social
media and offer free trails to customers who win weekly quiz
competition.
 Influencer marketing is a rising strategy that utilizes key leaders to drive
your brand‟s message.
7
5. TELEVISION ADVERTISING CAMPAIGN
A television advertisement (also called a television commercial,

commercial, advert, TV advert or simply an ad) is a span of television
programming produced and paid for by an organization. It conveys a
message promoting, and aiming to market, a product or service. Advertisers
and marketers may refer to television commercials as TVCs.
Advertising revenue provides a significant portion of the funding for most

privately-owned television networks. During the 2010s, the number of
commercials has grown steadily, though the length of each commercial has
diminished .Advertisements of this type have promoted a wide variety of
goods, services, and ideas ever since the early days of the history of
television. The viewership of television programming, as measured by
companies such as Nielsen Media Research in the United States, or BARB in
the UK, is often used as a metric for television advertisement placement, and
consequently, for the rates which broadcasters charge to advertisers to air
within a given network, television program, or time of day (called a
"daypart").
For setting up the advertising campaign for our brand-REAL AAM JUICE ,
we first defined our target market , who are expected to see our ads. In our
case the target market is youth, children who fall in above 12 years and
below 18 years & 18-45years old age group category & health conscious.
As the next step , we finalised the script of the advertisement with the help of
few professional script writers. This was followed by the finalisation of the
lead influencer to act advertisement which involved screening number of
healthy models & athletes. Finally a renowned heroine Sara ali khan
shortlisted for the advertisement and spread message of “ Drink healthy stay
healthy” to the viewers.
8
Once the advertisement was short and edited with the help of VFX, it was
then aired on TV for the general mass view after negotiating for a particular
time slot in the afternoon slot considering interest of customer.
This advertisement campaign was brand on the brand line campaign that
presents the brand in abstract terms with reference to specific product by
showcasing the different uses or benefits of the multiple products offered by
the brand. These will be particularly helpful in building brand awareness,
which is necessity at the early stage for any newly launched brand.
6. Conclusion
After designing the brand positioning strategy and TV advertisement

campaign, we understood that it is imperative for any brand to choose a
unique brand name which relates to the product offering and help brand in
brand recall. Moreover, the use of TV advertisement campaign can be a good
alternative for such kind of products as they are targeting a mass market.

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What is the company overview of Real Aam Juice?

What is the company overview of Real Aam Juice?

What is the brand positioning strategy outlined for Real Aam Juice?

What is the brand positioning strategy outlined for Real Aam Juice?

BRAND MANAGEMENT

Submitted by: group-1

Guided by: Dr. Manmath Nath Samantaray

3. Real Aam juice company overview 4-6

4. Brand positioning strategy 7

5. Television advertising campaign 8-9

Brand management begins with having a thorough knowledge of the term

Developing a strategic plan to maintain brand equity or gain brand value

In an increasingly competitive marketplace, greater emphasis is being placed

The main objective of the assignment are as follows:

 Naming the organic mango drink brand

3. REAL AAM JUICE-Company overview

Mango (Mangifera indica), commonly called as „king of fruits‟, is native to

We are launching “REFRESH” mango juice, which is made of best ambrosial

3.1 Proposed start up-plan:

The importance of distinctive of a brand name can be bought to life by the

Procedure of the brand in the following order:

 Define objective: to position the organic mango drink in the customer „s

3.2 Vision, mission & objective of company

Mission of our company:

 We are committed to Protect the integrity of the industry

We positioned our product as:

 High quality product

A television advertisement (also called a television commercial,

Advertising revenue provides a significant portion of the funding for most

After designing the brand positioning strategy and TV advertisement

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